A Taxonomy-Based Evaluation of Personalized E-Advertisement

Al Qudah, Dana A.; Cristea, Alexandra I.; Hadzidedic Bazdarevic, Suncica; Al-Saqqa, Samar; Al-Sayyad, Rizik M.H.

Abstract

The art of personalized e-advertising relies in attracting a user attention to the recommended product, as it relates to their taste, interest and data. Whilst in practice, companies attempt various forms of personalization, research of e-advertising is rare, and seldom routed in solid theory. Adaptive hypermedia (AH) techniques have contributed to the development of personalized tools for adaptive content delivery, mostly in educational domain. This study explores the use of these theories and techniques in a specific field -- adaptive e-advertisements, via implementing and evaluating an adaptive e-advertisement system called "MyAds". The novelty of this approach relies in a systematic design, implementation and evaluation based on an adaptive hypermedia taxonomy-. In particular, this paper reports on a case study, which investigated users' perceptions' on the proposed system MyAds and the reflection of the acceptance level of the users. The results from both implicit and explicit feedback indicated that users found MyAds acceptable and agreed that the implemented AH features within the system contributed to an enhanced experience through the exposure to different personalization methods. Appealing ideas of the system were ease of use, personalization and diversity in a non-intrusive way.

• Presentation Conference Type: Conference Paper (Published)
• Conference Name: IEEE International Conference on Computer and Information Technology; Ubiquitous Computing and Communications; Dependable, Autonomic and Secure Computing; Pervasive Intelligence and Computing
• Start Date: Oct 26, 2015
• End Date: Oct 28, 2015
• Online Publication Date: Dec 28, 2015
• Publication Date: 2015
• Deposit Date: Sep 23, 2019
• Publisher: Institute of Electrical and Electronics Engineers
• Pages: 395-402
• DOI: https://doi.org/10.1109/CIT/IUCC/DASC/PICOM.2015.56
• Public URL: https://durham-repository.worktribe.com/output/1141404